- BMW Group uses IAA Mobility 2021 in its hometown of Munich for visionary messages on sustainability and circular economy
- Stunning show is part of other public events in the Bavarian capital
- A symbol for dialogue with society - locally in Munich and digitally all over the world
MUNICH, Sept. 6, 2021 /PRNewswire/ -- This weekend The Department created a spectacular projection mapping show on the facade of BMW's headquarters in Munich to kick off IAA Mobility 2021. Stunning colourful projections lit up the famous 99 metre-high four cylinder building with visionary messages about future mobility. The show will run for four days.
Working with Munich's leading event projection and temporary structure specialists, The Department rigged 36 laser energy efficient projectors across 3 projection towers, all synchronised by wireless timecode.
The projections (16 million pixels) were all run off green power and lit up the night sky in a cycle of four animations - Re: think , Re: use , Re: duce and Re: cycle ". As the show begins and the huge building seems to melt and the iconic cylinders fill up with liquid metal you know you are about to witness something unforgettable.
Film music creator and Academy Award winner Hans Zimmer provides the music.
The Head of BMW Brand Communication and Experience, Stefan Ponikva, talked about the importance of the campaign: "Our four-cylinder HQ is the architectural icon of the BMW Group and a special landmark of the city of Munich. We wanted to send out a strong signal of our commitment to a sustainable vision of the circular economy in the world."
Executive Creative Director of The Department, Hamish Jenkinson, said of the project "The automotive industry is going through unprecedented change, with electrification, digitisation and sustainability key to any future success. We wanted to create a visual story that symbolises how the people inside this iconic building are leading the automotive industry in a race to a more sustainable future. Thanks to an incredible team of animators, technical directors, and our production crew we achieved something truly memorable."
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About The Department:
The Department is a UK-based team of experts redefining the future of brand experiences and live events. Combining cutting-edge technology with humanising theatrics we create our shows and experiences to be technically masterful and purposely human.
Our immersive innovation is memorable, moving and awe-inspiring.
Our clients, as well as the BMW Group, include MSC Cruises, Toyota, Lexus, the BBC, ASICS, UEFA, WWF and KPMG.
SOURCE The Department